6 Benefits of Combining SEO and SEM (Increase Site Traffic)

In 2023, every person in the marketing world will understand that SEO plays a crucial role in online business success. If you’re dipping your toe into the marketing pool, this blog will disect the benefits of combining SEO and SEM. 

If you’re confident that SEM is the next step for your business, you may be looking to outsource. Download your free guide to hiring a search engine marketing agency here. 

What is SEO?

SEO or search engine optimisation describes a series of tasks and developments taken on a website to improve a website’s ranking position on SERPs (search engine results pages). It includes three types of SEO; on-page SEO, off-page SEO, and technical SEO.

What are the three types of SEO?

• On-page SEO is the practice of optimising all visible content on your website. This includes images, text, videos and graphics, title tags, content, internal links and URLs.
• Off-page SEO is the umbrella term for what you can’t see on a website. It includes things like securing backlinks, content marketing and using social media to drive better engagement and shares.
• Technical SEO is everything technical related to your website. It covers website speed, canonicalisation, sitemaps, Hreflang and structured data. 

With 68% of online experiences beginning with a search engine, SEO is not a technique to be missed. 

At ROAR, we offer search engine marketing consultancy; you can find out more about what that is in our recent blog.

What is SEM?

SEM stands for search engine marketing, encompassing marketing techniques that affect search engine rankings. The main techniques that can improve or derank your website on search engines are SEO and PPC. Combine these together, and you will have a real shot at dominating the search engine results page.

For more on how search engine marketing can maximise your online performance, check out our blog post!

What is PPC?

Pay-Per-Click (PPC) involves creating ads, whether they be visual or text-based. Critical research is carried out to discover key terms and search phrases your target audience uses online. Then, ads are created that reflect the tone and style of the search queries.

A budget is set via platforms like Google Ads, and you can begin bidding on search terms for your ads to appear. PPC provides an instant, reliable way of putting your website in front of online users at the top of search results. PPC generates twice the number of visitors than SEO does. 

6 Benefits of Combining SEO and SEM

See Faster, More Impressive Results

By combining SEO and SEM, you will see an increase in quality and relevant traffic. This is through better targeting critical terms and improving your website to provide a better customer experience. 

Combine Insights and Data from SEM/PPC to Inform SEO Strategy

A paid search engine strategy will provide valuable insight into the keywords that bring your audience to your site. Use this data to streamline your SEO strategy further and inform your future paid search strategy.  

Be Everywhere on SERPs

As we’ve established, PPC gives marketers and business owners a unique opportunity to populate search engine results pages. Through PPC, you secure the top sponsored spot. SEO allows businesses to climb up the online rankings – together, you populate the SERPs not once, but twice. This can have a significant effect on how a user perceives your business.

Better Optimise Your Website Strategy

An active SEM/PPC and SEO strategy can allow you to test search terms. Through quick-firing PPC, you can easily see which key terms are redundant in your search engine marketing campaign. This allows you to tailor your SEO strategy with keywords better.

Overall Strengthen Your Business

Combining the perfect ad with a website optimised for success will elevate your business, and you will increase your brand image and attract a customer’s attention. If the paid ads, website page and meta descriptions match what someone is looking for, they will be more likely to click through and learn more about your business. 

Retargeting

One of the most valuable parts of SEM/PPC is that you can target online users that have organically visited your website. This is a fantastic way to remain front and centre in a potential customer’s mind. 

There are six benefits of combining SEO and SEM for increased website traffic. If you want to implement a strategic and dynamic marketing strategy, check out our range of services here.